ITV: We Have Only Just Begun To Realize Second Screen Ad Potential
What has led ITV’s Controller of Commercial Digital Products, Jon Block, to conclude that a new advertising paradigm has been reached with synchronized second screen? The impressive click-through rates and engagement stats that our advertisers are achieving thanks to ITV’s Ad Sync.
Ad Sync is ITV’s second screen advertising innovation that allows brands to use interactive experiences to engage with the audience on our play-along games. The engagement and click through rates for advertisers who have used Ad Sync, such as Domino’s, Asda and Virgin Media, have dwarfed what is typical with mobile display advertising. These creative have seen click-through rates of up to 37.7% and engagement rates of up to 76% (i.e. three quarters of the second screen audience choose to join in and play the Virgin Media drag race game).
Block outlines what ITV has learned about audience needs in the four years of experience with second screen apps: Sharing, control and discovery, fulfilling curiosity, complementary engagement, rewards, contributing and getting closer to the content. By following these rules and delivering engaging calls to action with minimal barriers to entry, successful and immersive advertising can be achieved in what Block calls a “totally integrated” audience experience.
To find out more about opportunities for multiplatform advertising during the upcoming series of X-factor, please contact firstname.lastname@example.org .
Adapted from an article by John Moulding in v-net.tv (click link to see original article)